The Journal of Marketing has recently published an insightful paper titled Travelling with Companions: The Social Customer Journey. The paper was co-authored by Professor Anirban MUKHOPADHYAY, whose research interests span from consumer motivation and self-regulation to food psychology and marketing.
The paper re-examines the customer journey by exploring it from a social perspective with a focus on social influences at each stage of the journey. The approach explores the journey with much more relevance given that technology has prompted various kinds of social influences. The paper also looks at how firms can involve themselves throughout the customer journey where “social influence may be used to nudge consumers from evaluation to decision.”